AWS / F1 PARTNERSHIP
F1 + NFL + NHL+PGA… and more
A.I. TROPHY
In partnership with Formula 1 and the Generative AI Innovation Center, I used Amazon Titan to brainstorm, ideate, and generate hundreds of unique trophy image iterations, marking the first-ever use of generative AI for a F1 trophy design. Titan interpreted an F1 car’s air flow as contours twisting upward into a textured wing-like shape. The design then is fabricated in silver by a traditional silversmith in the UK, bringing to life a design that is truly one-of-a-kind and that gives Formula 1's global fanbase a front row seat to the art of what's possible.
F1 CAR DESIGN
In addition to AWS representing as a title sponsor. F1 provided an authentic 2023 F1 car to celebrate AWS + F1’s continual data analytic collaboration. Therefore, the design integrates real-time data airflow patterns, optimizing aerodynamics and aesthetic appeal. This wrap captures dynamic data flows, symbolizing speed and technology, while maintaining visual harmony with AWS's iconic branding.
TRACK SIDE
Designing the F1 trackside experience involves blending AWS’s brand seamlessly within strict F1 guidelines. We incorporated AWS elements throughout the track to ensure visibility while respecting F1’s standards, creating an innovative atmosphere that enhances brand presence, engages fans, and reflects AWS’s tech-forward identity and give Formula 1's global fanbase a front row seat to the art of what's possible.
AUGMENTED REALITY
To further illustrate AWS’s involvement in car development and F1 track analytis, we designed an AR experience by using distinct data points to showcase each F1 insight, enabling fans to understand how drivers make split-second decisions and how teams devise and implement race strategies in real time that impact the outcome of a race.